INCC
MERCEDES-BENZ IS GOING
PLACES
f you're looking for
Remy Deslandes on
Monday October 27
at 9:30 pm, you'll find
him in the Mana me~
ting room of d1e Hotel
Majestic, in Cannes.
The president of INCC
Parfums, and :.VIercedesBenz fragrance licensee
for the past four years,
will be introducing the
newest and fourth additio n to d1e fragrance
family before a crowd of
600 retailers, suppliers
and members of the
p ress. E,·e!)' year since
2011 , the INCC owner
im~tes the professional beauty community dwing the ffi\TA international trade sho,,·.
But this year's event shou ld
have added impact, as INCC starts
to reap the rewards of the international expansion ofMercedes-Benz
fragrances. "By the end of2014, d1e
brand should be sold in 85 counuies
and 10,000 doors, b1inging in more
than €70 million in revenues," says
Thibaud d e Vaulchier vice-pres-
I
Remy Deslandes,
president of INCC
Parfums, will
be introducing
the newest
and fourth addition
of Mercedes-Benz
fragrances
at the TFWA.
By the end of 2014, the brand should
be sold in 85 countries, with
more than €70 million in revenues.
idem of sales for INCC Parfums.
"In 18 mond1s, we've sold a million
bo ttles of tl1e men 's and women 's
fragran ces." Yet, "d1e odds were
not in our favm~ " reminisces Remy
Deslandes. "It's not easy to create a
premium perfume brand based on
an automobile signature, no matter
how p restigious. At the same time,
I wasn't in terested in licensing an
11mpteentl1 fashion designer label;
rom petition is too stiff. I chose Mercedes-Benz because it's one of the
world's best known brands." A former executive in heavy indusll)•, he
It as tl1e patience to biing long-tenn
I w ww.cosmetiquemag.fr I
proj ects to fruition. "Our
goal is not to expand at
any cost. It takes time to
establish Mercedes-Benz
as a premium perfume
brand in its own light.
This is why we targeted
the selective seg111ent,
with pro ducts sold
between €72 and €85."
Mercedez-Benz for men,
the first scent created in
2011, is created by Olivier
Cresp (Fim1enich) . The
year afte1~ I CC Parfums rolled out the first
women'sscen t, by Michel
Almairac (Robertet) .
The feminine fragrance
accotm ts for 27 percent ofMercedesBenz perfume sales. Last year, Merced es-Ben z Club, a men's scent in
a futuristic metallic bottle by design
agency Qu'on se le dise (QSLD),
was inu·oduced to target a younger
clientele and promote a distinctive
'j uice" (by Olivier Cresp) above and
beyond the brand itself. "Product
comes firs t. If we can get people to
try the scen t, we win their business.
In a promotional event at Douglas in
Ge1many, the men's line came sixth
in sales," says Remy Deslandes, who
hopes to \\W oYer French retailers,
perhaps even Nocibe, now owned
by the Douglas Group.
In Fra nce, Me rced es-Ben z
pe rfumes are available in some
Nocibe stores and in the carmaker 's
showroom on the Champs-Elysees
in Paris (where 20,000 to 25,000
bottles are sold each year) . Yet the
top p1imity of the owner and president ofiNCC is to expand sales in
the United States, where the·brand
is sold in 280 Dillard's d epartment
stores. ......, ........ .
MARYL! 1 E LE T H EUF
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